At present, most travel agencies in China are not standardized. Long O9000 provides a basic quality assurance system, which is an option for travel agencies to improve their quality at this stage, and has brought reputation advantages to certified enterprises, and has always been a guiding reference for management!
First, the current situation, development trend and problems of travel agencies
With the improvement of living standards, people's demand for health and spiritual culture is increasing day by day, which has promoted the development of tourism. At the same time, under the guidance of the national industrial policy, tourism, as a high capital recovery industry in the service industry, has been strongly supported and promoted by the policy. In this situation, the travel agencies in China have developed rapidly in recent years, and now there are more than 5,000 travel agencies. On the one hand, with the background of various industries and ministries, travel agencies have gradually formed a network. On the other hand, internal contracting of large travel agencies is common, forming a de facto enterprise division. In terms of management, China's travel agencies are still in the mixed development period of management and sales. From the perspective of the world, the special evidence of the current situation of travel agencies in the world is that since the 1960s, the number has been increasing, and the scale has accumulated to two poles. Large travel agencies have become larger and larger through collectivization and transnational mergers and acquisitions, and small and medium-sized travel agencies account for the vast majority, and the number is still increasing, forming a form of joint planting.
Things are always moving forward, and the travel agency industry is growing on the existing basis. According to the beautification of the social situation and some inherent laws of the tourism industry, we can sum up some development trends of the tourism industry: 1, small quantification of tourism modes and perennial time. 2. The structure of tourism products is diversified and the varieties are subdivided; . 3. The competition is fierce and the industry is developing internationally. Especially after China's entry into WTO, foreign travel agencies have increased the pressure to compete in the market. 4. Brand management of travel agencies. The tour guide is free and professional. 6. Marketing network. 7. Socialization of tourism services. 8. Travel agency enterprises are integrated, and the industry structure tends to be reasonable.
The travel agency industry is a talent-intensive industry with fierce competition and less assets. The sales service mode based on interpersonal relationship is implemented in operation. Because travel agencies are highly intangible and unstable service industries, this industry is the most difficult to manage. At present, the problems of travel agencies in China focus on the following aspects: First, service promises cannot be fulfilled, and customers complain more; Second, the travel products operated by travel agencies are single, and there is no deep and vertical business development; Third, there is more competition among travel agencies, less cooperation and lack of network operation. In view of the above problems, the solution is to strengthen the external and internal management of travel agencies, and in strengthening the internal management, it is the simplest and most effective way to actively promote standardized management and implement ISO9000 international standards and quality certification. In the process of providing services, the quality of products and services of travel agencies is expressed by standards, and controlled and guaranteed by the implementation of standards, so as to improve service quality and establish a good market image of enterprises.
Second, the significance of travel agencies applying for ISO9000 certification and registration
In today's world trade, products and product quality have become more and more international, so it is also required that the quality management of enterprises producing products can be unified to a certain extent internationally, so as to evaluate the technical, management and personnel capabilities of enterprises, and once there is a product liability dispute, it can also distinguish right from wrong and find out the problem. The ISO O9000 family of international standards is all the international standards formulated by Technical Committee of ISO (International Organization for Standardization) TC 176, including ISO900 1, ISO9002, ISO9003 and ISO9004. Qi O9000 provides the core of general quality system standards, puts forward the elements that a quality system should include, and provides guidance for quality management. To provide general quality requirements for quality assurance, ISO900 1 contains 20 elements of design, development, production, installation and service, which is most suitable for travel agencies.
The characteristics of ISO are: all activities affecting quality should be planned; Must be controlled to ensure that all levels meet specific requirements and anticipate problems in advance; All activities affecting quality must be documented to provide objective basis for quality implementation system.
The significance of ISO9000 series is far from being a quality system standard that provides quality assurance, but a set of scientific management modes that are systematic, procedural and standardized in enterprise management. The significance of travel agencies applying for ISO9000 certification registration lies in:
1, improve the quality reputation of suppliers, which is conducive to opening up the market.
When the enterprise obtains the system certificate issued by the certification body and the registered catalogue issued, it proves to the public that the enterprise has the ability to provide products according to the specified quality requirements and has certain quality assurance ability. With the quality certification system, there will be an invisible boundary between certified enterprises and non-certified enterprises in the market, and all certified enterprises will gain an advantage in quality reputation.
2. Guide the buyer to select suppliers.
For the buyer, with the certification system, it is like having an insurance policy. It is easy to establish a long-term cooperative relationship with the certification enterprise, and customers are willing to choose a travel agency with quality assurance.
3. Promote enterprises to establish and improve the quality system.
The purpose of ISO9000 series standards is to let every organization applying for certification establish a documented and effective management system to improve its own quality management evaluation. Before certification, enterprises should issue internal quality management standards guided by ISO 9000- 1 and ISO 9000-4 to standardize the existing quality system. After certification, we should accept supervision, constantly "diagnose" the quality of internal products, processes and systems, find existing problems in time and rectify them.
4. It is conducive to protecting the interests of consumers.
The purpose of standards is to prevent failures at all stages from design to service, thus enhancing customers' confidence in the enterprise. Some people think that standards are like nails to help enterprises squeeze into the international market; The standard is like a knife, rejecting bad enterprises; Standards are like a ruler to measure quality.
Three, ISO9000 series standards for travel agency product design, marketing and service requirements
Tourism service quality can be divided into two aspects: technical quality and functional quality. The former refers to what customers can get through tourism services, and the latter refers to how to get it. It not only depends on service effect and service feeling, but also is regulated by tourism destination and tourism enterprise image. How can we ensure the perfection of service quality? According to the process and law of service quality formation, quality assurance can be controlled from four processes: design process, marketing process and service provision process, performance analysis and improvement process. These processes are embodied in ISO9000 standard and run through all stages of service formation.
1, service provision.
In the stage of service provision, quality should be strictly controlled. As an international standard, ISO 9004-2 provides some new concepts of total quality management for enterprises, which provides valuable space for improving and deepening the service reception quality of travel agencies. For example, the standard puts forward the concepts of service specification and service provision specification in service provision. The former specifies the services to be provided, while the latter specifies the methods and means for providing services. The characteristics of travel agencies determine that travel agencies must attach great importance to the research and determination of service provision characteristics in their own enterprises.
In the ISO 9004-2 service requirement document, tourists' requirements for service characteristics include: credibility, convenience, courtesy, comfort, environmental protection, competence, credibility, integrity, technical level, credit and effective communication. Linking these service characteristics with the assessment of those who directly provide services to customers, such as tour guides, will make the service quality reach a new level.
2. The application of ISO 9001in the product design of travel agencies.
In the product design stage, "designing quality into products" is the key to ensure product quality. The concept of quality is to provide qualified and satisfactory products under the constraints of quantity, technology, consumption and benefit. Article 4.4 of ISO900 1 standard stipulates design control elements, from product design, development, planning, technical interface of design institute to design input, output, design review, inspection, confirmation and change, all of which stipulate program control one by one.
In the column 4.4.2 of ISO900 1 standard, a plan is required for each design and development activity. When designing tourism products, we must first confirm whether the product designer is qualified; Secondly, clear the design content, extensively investigate customers, collect relevant data, clarify the tasks and responsibilities of each stage in the design process, and make good time arrangements; Finally, the product design is determined through examination and approval, and the whole design process is completed. In the process of product design, it can be modified at any time according to the development of internal and external conditions.
In product design, we should pay special attention to the internal and external interfaces of travel agencies. The flow of tourism products mainly includes transportation, accommodation and sightseeing, so the connection between internal and external departments or businesses of travel agencies constitutes the technical interface in product design. These technical interface units summarize information to the product design team, and the chief designer is responsible for the next work of each interface and organizes design review after obtaining the final design results. Design review, verification and confirmation are the last links in the design of tourism products, which are organized by relevant functional departments on behalf of experts to ensure that the requirements of travel agencies for generating transaction elements are met, that is, the products are suitable, the prices are reasonable and the quality is guaranteed.
3, travel agency marketing market development and sales activities.
The core of travel agency business operation is the later work of marketing and cooperation. The quality system of the marketing department shall cover all situations involving the quality system. The key process and important control points of marketing are mainly in the following aspects: 1. Making a comprehensive marketing plan; Second, enterprises have many ways to choose from in marketing, and they can record the sales process and make contracts into appropriate media forms; The third is the commitment and modification of customer requirements in the later period of the transaction; Fourth, training and controlling marketing personnel, as well as in the marketing operation stage, we must strictly implement the internal system to prevent "black gangs"
In a word, the factors that appear in the whole tourism process, namely technical management and human factors, must be strictly controlled. т1has detailed regulations on this.
Fourth, correctly understand the certification of travel agencies.
Travel agency enterprises need the support and understanding of relevant external environment and internal level to carry out ISO9000 quality certification. Three questions need to be recognized are: 1, whether quality can be unified with economic benefits. 2. O9000 is the basis of total quality management and the internationally recognized minimum quality assurance system standard, which puts forward the basic goal for enterprises to improve the quality management level. The certificate is only a "certificate" of quality management, not a "certificate of Excellence", but it is a way for China Travel Agency to improve its quality and connect Nuri with international practices. It is not excluded that enterprises have their own secret weapons. That is, enterprise internal control standards. In fact, the main quality indexes of some famous brand products in developed countries far exceed the requirements of some international standards, which has become the secret weapon of enterprise management. 3. The quality system should not only attach importance to formulating strict quality planning and detailed quality objectives, but also ignore the role of front-line service personnel in implementing service standards, otherwise it will be implemented behind closed doors and the implementation effect will be poor. Therefore, when planning, management decision-makers should not only let middle and upper managers pass, but also let grass-roots and front-line personnel participate and gain * * * knowledge.
Five, some suggestions to strengthen the management of tourism service quality
The fundamental purpose of ISO9000 quality certification for travel agency enterprises is to strengthen quality management, and the improvement of management level needs to be promoted from all aspects. Here, I would like to add some views and suggestions on strengthening the quality management of tourism services, which need to be exchanged and corrected.
1. Establish a dynamic view of service quality.
Some experts believe that "evaluating perceived service quality is not equal to evaluating satisfaction, satisfaction is the psychological result of experience, and service quality involves the attributes of service itself". All tourism enterprises or destinations with good reputation in tourism services in the world are actively promoting "personalized service" and "humanized service" while implementing standardized services. The former means that within the framework of the enterprise's business strategy and standards, the enterprise grants employees certain flexible disposal rights, so that tourists can have pleasant mental and psychological effects while receiving services, so that their physical, psychological and material needs can be met. Therefore, the dynamic concept of service quality has become a concept adopted by many travel agencies.
2. Establish industry supervision mechanism.
Tourism administration plays a key role in industry supervision. It is beneficial to the sustainable development of local tourism to regulate and restrict the tourism market by administrative and legal means, treat the quality of tourism services from a strategic perspective and establish a good reputation.
3. Strengthen critical moment management.
Service is defined as "the result of at least one activity completed by intangible products on the interface between suppliers and customers" in O 9004-2. In the process of service production, there are invisible parts, and customers can only feel the results; There is also a visible part. In the visible part, the space-time environment in contact with each other is called critical moment. For example: customer reception, transportation services, hotel accommodation and so on. These critical moments constitute the main factors affecting customer satisfaction procedures, so management should be strengthened.
4. Strengthen internal supervision of enterprises.
Internal factors often play a decisive role in things, and internal supervision and management of enterprises directly affect service quality. Travel agencies can work from the following aspects to establish an effective quality supervision mechanism. First, strengthen staff training and improve their own quality; Second, respect the service personnel. The information and opinions fed back by front-line employees are often the most valuable, so they should be listened to and adopted in time to give full play to the enthusiasm and subjective initiative of employees; The third is to adopt an open management model. The higher the transparency of enterprise operation, the easier it is to find problems, improve work, make management more scientific and improve service quality.
National policy of intransitive verbs
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